The relationship between marketing and procurement has traditionally been fractious, says Traci Dunne, consultancy manager at advertising membership body ISBA. That’s not surprising, given the stereotyped views and inherent differences between buying commodities and creative services.

“I can see how marketing could see procurement as dampening creativity, as some [procurement people] can be process jockeys,” acknowledges Louise Clark, director of sourcing and procurement, EMEA, at marketing group IPG. Gillian Smith, procurement and commercial manager at energy company SSE, adds: “Procurement has traditionally been seen as a roadblock by marketing: a process-driven, inflexible, saving-focused function that causes unnecessary time delays.”